Digital studio Hello Velocity has created a typeface using the trademarks of popular brands including Netflix, Amazon, McDonald’s , Google and Facebook. The 52-letter font is a spoof of the widely-used Times New Roman typeface.
The studio used logos of some of the world’s biggest companies to create each letter in the alphabet, both in uppercase and lowercase. In total, 76 corporate logos were used to create the typeface; some letters are represented with multiple logos – the s is represented by the Skype logo and by the Suzuki logo.
The font is intended as a comic take on the global power and influence of these brands. “When you smash so many of these brands together, they start to lose their brand connotations,” says the studio.
When designing the font, the design team tried to only use certain logos that act, or can act, as standalone branding elements – avoiding extracting one letter from a logo that is normally composed of multiple characters.
They trialled numerous trademarks to find the set that worked best with each other, and that would make the font as easy to read as possible.
They also tried to restrict each letter to the logos that they considered to be the most recognisable and current. However they had to make a few exceptions.
Picture Credit : Google
